Despite thinning crowds on what’s perhaps the biggest holiday shopping day of the year, twice as many people are talking about Black Friday on Twitter this year.

The data comes from a new report by social marketing and analytics platform Spredfast, which said it logged 2,013,943 conversations referencing “Black Friday” this year, compared to 996,306 Twitter conversations last year.

One possible explanation for the increase could be due to “Black Friday” becoming less of a term for the huge discounted sales day following Thanksgiving and more of a topic of conversation.

For example, I’ve noticed friends who normally wouldn’t mention Black Friday on social media did so this year in protest — because they had other friends and acquaintances who had to give up their holiday yesterday to prep for the crazy sales “holiday” today.

But regardless of why more people are talking about Black Friday, Spredfast did manage to collect some other interesting stats about the conversations during the holiday sales day. One instance Spredfast determined is that women are more likely to discuss Black Friday on Facebook (60 percent) than men. Also, the 25-to-34 age demographic makes up the bulk of Black Friday social conversations (36 percent), followed by the 35-to-44 age demographic (25 percent) and the 18-to 24-age demographic (15 percent).